Korea Non-Carbonated Beverage ( NCB ) & White Space Marketing Manager

Responsibilities Main Accountabilities: Set long term brand goals and Annual Operating Plan for NCB brands and drive sustainable growth through building muscular brands and innovations under PepsiCo NCB portfolio Work with Beverages Lead to ensure alignment with bottler and handled properly per regional brands guardrails In charge of the white space innovations being looked at for Korea – new categories/ formats/ business models etc (Energy, Alcohol, Active hydration etc) Accountability Strategy Planning NCB Brand-Building/Marketing Strategy/ White space Innovations Development: Setting long term brand goals and planning on-going action plans (AOP , SBP) Business Fundamentals: Develop brand expansion roadmap for NCB category products including relevant innovations, promotions and packaging support Tracking Key Business Element and Action Recommendation: Tracking monthly NCB Volume to assess progress vs plan and recommend appropriate adjustment Marketing Campaign and Consumer Promotion Development and Execution: Development of communications and content around NCB brands that drives consumer excitement. Coordinate advertising development, from identification of consumer insight to testing of final film Localize global or Regional NCB brand campaigns Development of consumer promotion calendar for NCB brands by utilizing local agencies. Evaluate the effectiveness and efficiency of current marketing strategies and tactics, and make recommendations for changes and improvements. White Space Project Management Evaluate potential white spaces in the market Working with region/ global innovation, r&d, commercialization, Finance, commercial & franchise teams to bring alive project Ensuring project is launched within the timings specified Brand Performance Analytics and Understanding Consumer Insight: Evaluate brand performance & find issues for brand planning Market Share and Brand Health: Analyze Volume and Value shares and Brand Equity Scores to understand market & consumer trend and develop action plans for Brand Health Understanding Consumer Insight: Demographic/psychographic trends, consumer perceptions/attitudes, need states, motivations, and purchase/consumption behavior to advance the business A&M Budget Management Recommend proper A&M budget based on NCB AOP initiatives to Marketing Director Execute Monthly EMFAR Tracking to check total spending progress vs plan and budget Media Planning and Agency Management: Write media brief and plan GRP,CPRP based on A&M plan Find proper consumer touch points and execute 360 reach plans Check monthly media buying result to check media KPI scores Negotiate production costs and agency fees CDT & Distributor Alignment: NCB Marketing Plan Alignment: Support Marketing Director for Aligning Hydration marketing plan with bottler including innovation, marketing calendar and A&M Work with Region Marketing team to influence and secure alignment over Hydration brands GCS Ensure compliance with key processes related to A&M Co-Op budget, MFAR, and other controls indicated in the Risk Control Matrix Conduct period key control process tests As a control owner, perform control roles and responsibility in accordance with PepsiCo Accountability model. Support Process Owner in driving GCS agenda. Understand the objective of the assigned control(s) and document the test script attributes for effective execution of the control, evaluate control effectiveness through testing as per GCS guidelines and maintain an audit trail to evidence execution of the activities. Ensure timely remediation of any control deficiencies Qualifications University degree, Marketing degree is a preference 6 years+ experience in an FMCG environment Experience in competitive sports is a must: National Team, Pro Sports, Competitive Amateur leagues, University Varsity Analytical Skills: Can provide context and assumptions based on Consumer Insights research/ studies results (i.e. Brand Analysis) Communication Skills: Fluent in Korean and English. Presentation of data or information (crafting of presentation decks and articulating research findings); Communications development (i.e. Ads, Copy, Media Brand Tracking) Interpersonal skills/ Relationship Management: Establishing and sustaining relationships with others (specifically for vendors); Influencing to get the job done thru others ( cross-functionally, internally and externally) People Management: Effective management of agency partners and distributors